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Vertrauen als Schlüsselfaktor in der Theorie und am Beispiel des Online Auktionshauses ebay

Vertrauen als Schlüsselfaktor in der Theorie und am Beispiel des Online Auktionshauses ebay

          
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About the Book

Bachelorarbeit aus dem Jahr 2004 im Fachbereich VWL - Mikroökonomie, allgemein, Note: 1,7, Universität Paderborn, Sprache: Deutsch, Abstract: 1. Einleitung Das Internet-Auktionshaus "ebay" vermeldet Rekordumsätze bei zunehmender Anzahl von registrierten und aktiven Mitgliedern.2 In dieser Arbeit möchte der Frage nachgehen, welche Rolle Vertrauen beim Zustandekommen von Transaktionen spielt, die bei ebay und im Internet allgemein trotz hoher Anonymität und asymmetrischer Informationsverteilung abgeschlossen werden. Dazu werde ich Vertrauen zuerst aus der Perspektive der Psychologisch-soziologischen "System" -Theorie von LUHMANN3 und dann aus der ökonomischen Theorie von COLEMAN4 betrachten. Beide Perspektiven versucht GAMBETTA5 zu verschmelzen, um zu untersuchen, inwieweit Kooperation unabhängig von Vertrauen zustande kommen kann. Im 3. Kapitel werde ich einige Einflussgrößen, die Vertrauen in der Internetökonomie generieren und voraussetzen, mit Hilfe der Transaktionskostentheorie verdeutlichen und daraus Anforderungen an die ebay- Gemeinschaft ableiten. Das 4. Kapitel beschäftigt sich schließlich mit Vertrauenssignalen, die insbesondere ebay anbietet und einsetzt, um Transaktionen sicherer und für beide Transaktionspartner erfolgreich zu gestalten. 2.1 Niklas Luhmann: "Vertrauen als Mechanismus der Reduktion sozialer Komplexität" LUHMANN unterscheidet in seinem Buch zwischen Vertrautheit und Vertrauen, zwischen Vertrauen und Hoffnung und zwischen Vertrauen und Misstrauen. Vertrauen reduziert die Komplexität der Umwelt auf ein handhabbares Maß und stellt eine Art Vorleistung dar, die Interaktion erst ermöglicht. Der Vertrauensgeber "schließt durch Vertrauen gewisse Entwicklungsmöglichkeiten von der Berücksichtigung aus. Man neutralisiert gewisse Gefahren, die nicht ausgeräumt werden können, die aber das Handeln nicht irritieren sollen."6 Hiermit kann jedoch die Sicherheit innerhalb des Handlungssystems nicht erhöht werden. [...]


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Product Details
  • ISBN-13: 9783638760683
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3638760685
  • Publisher Date: 30 Oct 2007
  • Height: 210 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 109 gr


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